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Reconnecting Australians with lamb

The highly anticipated summer lamb campaign is launching in January and will set out to remind Australians about the joys of reconnecting over a tasty lamb meal.

Building on the ‘Share the Lamb’ message from previous campaigns, it aims to bring Australians together – face-to-face – and rekindle their love for our national dish.

The challenge

Lamb consumption continues to be challenged by high retail prices, as well as the consumer perception that it’s difficult to cook and lacks ‘everyday convenience’. With the rise of quick and easy food delivery apps and home-delivered meal kits, Australians are spending less time cooking quality meals together and are becoming more disconnected than ever before.

The consumer insights

  • The majority of fresh meat meals are prepared on a ‘routine’ basis (85%) and take <30 minutes to prepare. Special occasion meals make up just 2% of meal occasions (Koji Shopper Study, 2019).
  • Regular lamb buyers contribute to 53.6% of all lamb sales and make up 20% of total lamb buyers. These buyers tend to be older and most likely grew up eating lamb (Nielsen, 2019).
  • Australians are increasingly time poor, with 61% of employed women working full-time (ABS, 2019), driving demand for easy, convenient meals rather than traditional cuts such as roasts.

The solution

The summer lamb campaign will demonstrate the importance of coming together and sharing quality connections over a lamb meal.

The long-form advert will launch on 12 January along with other TV, digital, social media, outdoor and radio activity to keep lamb top of mind and drive consumers’ purchasing decisions.

Point-of-sale material including posters, recipe booklets and bunting will feature easy summer recipes to remind retail customers of lamb’s versatility and suitability for any occasion.

More information:

Anna Sharp
MLA Brand Manager – Lamb
E: asharp@mla.com.au